From the category archives:
It just dawned on me the other day: the Keurig coffee system is everywhere. In my home, in my office, in my clients’ offices, at the gas station, in the convenience store, at the mall – everywhere! It seems that wherever I am, I can look up and see a Keurig single-cup brewing station beckoning [...]
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Although Blackberry has entered the lexicon as a standard reference to smart phones, the reality is that for the last five years, Blackberry has been losing market share to iPhones and Android.
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If you don’t know where you’re going, it doesn’t much matter which direction you take the organization. Objectives are necessary in order to have a clear and clean cut view of where the organization is going.
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As you formulate and refine your value proposition, the best thing you can do for it is to simplify. There are few practical steps will help you get to the “pearl of great price” of your offering, and really let it shine.
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Japanese automotive companies succeeded here, because they radically simplified the number of permutations of varieties you can have of a particular model of car, and that made it much simpler for a consumer to say, for example, “I think I want to buy a Honda.” Your head didn’t have to explode in making that decision.
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It’s a familiar scene– a guy walks into a Starbucks looking for a cup of coffee, looks up, and stares at the menu like a deer in headlights for five minutes, overwhelmed by all the choices he has to make before he can pay $4 for his delicious beverage. It may seem counterintuitive, but freedom of decision often leads to indecision.
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We tend to think of “mission” in the singular. “Your mission, should you choose to accept it…” and such. As a marketer, however, your mission is two-fold – you have both the corporate mission, and your product’s mission to consider.
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Jose Palomino is President of Value Prop Interactive and author of the book, Value Prop. Jose combines tactical creativity, strategic orientation, marketing savvy, and technical acumen to deliver insights, leadership, and results.
In his book, workshops, and coaching, Jose makes this strategic marketing methodology practical and immediately usable. Learn more »
